THE WHAT? Japanese toy maker Bandai is strengthening its Tamagotchi licensing strategy in China and South Korea, with beauty and fashion collaborations supporting the brand’s international growth.
THE DETAILS As Tamagotchi approaches its 30th anniversary, Bandai is expanding partnerships beyond its traditional toy business to reach new consumer markets. Groupwide sales associated with the franchise exceeded ¥10 billion (US$64 million) between April and September 2025, while the number of licensed merchandise items nearly doubled year on year. Despite cumulative global device shipments exceeding 100 million, Asia excluding Japan accounts for just 2 percent of sales volume, presenting significant opportunities for expansion. The company is particularly focused on developing commercial partnerships in China and South Korea, where demand for character-based merchandise continues to grow.
THE WHY? The strategy demonstrates how entertainment intellectual property can create new commercial opportunities for cosmetics manufacturers and beauty brands, particularly through licensing agreements that appeal to younger Asian consumers.
Source: Nikkei Asia
